Brian Roberts, aka “The Voice,” is the announcer for the Defining Success Podcast, but he also manages his own business, In-Store Radio which are custom radio stations for retail locations. As an entrepreneur, Brian knows the value of learning from your mistakes and shares with us why making mistakes are some of the most important things you can do.

Brian Roberts is the owner of In-Store Radio, which creates a customized radio station for retail and corporate locations. He also happens to be the voice you hear at the beginning of every podcast for the Defining Success Podcast.

Brian ran Goodwill Industries in Central Florida and at 33 Brian decided to come out to L.A. to become a rock star. His dreams as a rock star weren’t really working out and he knew that he wasn’t going to be able to keep his dreams and his family. Someone told Brian he had a great voice and suggested he be a voice actor.

The idea to run In-Store Radio came when he visited Walmart and Walgreen’s and listened to their customized radio station. He then began to think of the opportunity that he could create a customized radio station for smaller businesses and thus In-Store Radio began.

His association with Goodwill Industries got his business started and being somewhat of a computer geek, Brian was able to create a usable system for small businesses to have their own customized radio station inside their business locations. His love of computers, Goodwill and entrepreneurship helped him build the foundation for his business.

Brian was then able to set up a live radio stream into their business and as long as the location has access to the Internet they can get access to their customized radio station. Brian is trying to get into 1,000 locations by the end of the year.

A great success story Brian likes to share is that every year they had an event which never seemed to get a lot of visitors. The first year that they had Brian create a short advertisement and for the first year ever they sold out their tickets and the next year they increased ticket sales by 300% selling out again. For Goodwill Industries, Brian was able to encourage shoppers to donate and encouraged those who donated to become shoppers.

When talking about learning from your mistakes . . . Early on in his career, Brian offered a deal to a friend of his that was unsustainable. Once Brian realized he couldn’t deliver on the deal he offered his friend he told him he couldn’t do it and they re-negotiated. Brian felt awful, but he learned a valuable lesson that mistakes are acceptable and as long as you learn from your mistakes and move on that you can never fail. Learning from your mistakes is an important skill to have as an entrepreneur and business owner.

Brian has two children and Brian thinks it’s interesting that when his kids were younger they would constantly make mistakes and they were encouraged to do so, but that as they got older he became less willing to encourage his children when they made a mistake.

Brian’s mom was a teacher and he had a complex early on about asking teachers questions. And for his entire ninth grade year he was lost in Algebra and sometime during his junior year he finally raised his hand and said that he was completely lost and asked for help. The teacher helped him understand the material and afterwards many of his friends came to him saying they were having the same problems. It taught Brian a lesson that it was ok to ask questions because if you had a question, it was likely others had the same question as well.

Being an entrepreneur taught Brian that he can do pretty much anything he can put his mind to. It taught Brian that all along he had a unique gift that he could offer the world. Once he learned that he could make money as an entrepreneur it became very freeing.

Brian believes that he has certain talents and has developed particular skills. His singing ability has helped him become a successful voice actor. He was able to find the emotional connection in his writing just like he did when he was a singer. The computer has been invaluable to Brian’s success in business as well.

Procrastination and over-thinking got Brian in a lot of trouble early on in his business. The way Brian describes the way business should be done is “Ready, Fire, Aim.” Meaning that as an entrepreneur, it’s important to take action first and then analyze your results.

In-Store Radio

Engaging Discussion Questions:

What mistakes have you made?

What is the importance of learning from your mistakes?

Do you think “Ready, Fire, Aim” is a good strategy to use for entrepreneurs?

Links to Great Stuff:

In-Store Radio – Brian’s mission is to spread the “Good News” of not only Goodwill, but of ALL businesses throughout America and abroad through In-Store Radio. That mission will put a custom-designed and professionally-produced radio show into every retail store and waiting room around the globe.

Voice123.com/BrianRoberts – Brian’s voice is varied and strong. He has the ability to do all types of work from the “Classic Announcer” to “Young punk” and anywhere in between!

Goodwill Industries – “Goodwill® works to enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.”

Chino Valley Chamber of Commerce – “The Chino Valley Chamber offers a wide variety of opportunities for members to market their businesses, a strong legislative action committee, and a commitment to the continuing education of a diverse workforce. For additional information, check out our convenient links to city websites, selected businesses and current projects.”

Success Quotes:

“Success is being happy . . . Nothing matters unless you’re happy.”

“I really love helping people accomplish things they didn’t know they could accomplish.”

“I was perfectly content being an employee and letting someone else tell me what I was worth until the fire was lit.”

“I’m completely unemployable . . . because there is no possible way I can survive working for someone else.”

“There are a lot of people who are bound up by their fear of looking silly that they pay this horrible price.”

“The more mistakes you make the more money you make.”

“What business owners do better than the people that don’t own businesses is make mistakes and are ok with making mistakes.”

“The reason entrepreneurs succeed where other people don’t succeed is because they understand that as long as they didn’t quit, they didn’t fail.”

About Zeb

Passion leads to success, happiness and fulfillment. My mission in life is to inspire others and give them the tools they need to become passionate and spread their passion to others.

I have created two separate businesses, Welborn Social Media and The Tutoring Solution. My sister and I started Welborn Social Media in June 2011 and have helped numerous companies share their passion in order to grow their business. The Tutoring Solution gives me the opportunity to promote learning, education and instill passion in our students. We have tutored students all across Southern California.

Other activities I enjoy include playing soccer with my brother, bowling with my family, training for triathlons, and going on bucket-list dates with my fiancé.